Ad relevance is crucial for the audio advertising world, where the most attentive audio listeners are also the most likely to skip ads. In January 2022, SXM Media announced the launch of AudioID, an identity solution that intends to modernise audio advertising. This tool will give insights into individual listeners so marketers can better develop targeted ad placements with smarter data, reducing the likelihood of skips. With a reach of over 150 million listeners and exclusive representation of various podcast networks, including Crooked Media and reVolver podcasts, SXM Media has a variety of opportunities to test and expand AudioID.
This tool will provide SXM Media with an algorithm that will work across its multiple platforms and listener base to develop unique, anonymised AudioID’s. As Google begins phasing out third party cookies, AudioID’s technology will become critical for marketers to reach audiences. SXM Media emphasises the importance of privacy, and that it is optional for external parties. Based on the attributes of opted-in consumers, AudioID can then attribute similar targeting information for listeners of the same podcast genre, as it is likely that they share similar traits.
These IDs are exclusive to the SXM Media marketplace and are positioned to be used for forecasting, first party targeting, and measurement. SXM expects this will help put data at the forefront of marketing decisions to improve targeting and relevance, with a view to improve the consumer experience. This development will also increase the value of SXM Media’s ad inventory, providing advertisers enhanced segmented listener bases. This highlights the importance of niche targeting in audio advertisements, as improved targeting will lead to increased ad relevance, thus capitalising on the heightened attention of smaller audiences.